Alternate Media Other Catalogers Use and Why

Secret Weapon: The Highlander Catalog targets fans of the same-named movies and TV show. It recently offered videotapes through a continuity club, promoted with direct mail. This package uses a 9˝x12˝ four-color envelope; 11˝x17˝ letter; reply card; lift note and involvement device (a sword-shaped sticker).

Co-ops: Personal electronics cataloger Crutchfield included this catalog-request BRC in a mailing for Rodale Press, which included a free book of 250 bicycling tips. It came in an envelope within the envelope, marked: “Special Offers Enclosed for our Subscribers.”